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If you haven’t been to the gym yet this year, let me tell you: the New Year’s Kraken has been unleashed.

When I hit the gym yesterday, it seemed like every machine was occupied, and out of 20 treadmills, there were 3 available.

So I picked the closest one and got going, and what unfolded in front of me was interesting.

From my perch atop the treadmill, I watched as newfound fitness enthusiasts timidly approached the machines and began an awkward dance.

Several of them looked at the machine…

Touched it…

Looked under it…

Fiddled with some levers…

Moved the weights to the lowest setting…

Moved the weights 5-10 times…

Looked around…

Moved to the next machine—or they left altogether.

I felt bad for these folks.

It took a lot of courage to get into workout clothes and set foot in the gym, but once they were in the right place to begin their path to swoleness they didn’t know what to do.

No guide…

No system…

Just a vague idea of what would move them to their goal.

In a lot of ways that’s what’s happening to businesses that try to break out of their comfort zone and bring in new clients via the interwebs.

They dabble with funnels…

They write some emails…

They get an intern to post on the socials (or worse—themselves!)…

And then they wonder why there isn’t a flood of new business.

A few months (and thousands of dollars later), they give up and decide that funnels are a scam, emails are dead, and social media only works for Millennials and Gen Z.

But like the “fitness freshmen” who give up on exercise (my genes make me fat), the business owners who give up on tried-and-true direct response are giving up on a stream of leads that can set up their company for sustained (and sometimes rapid) growth.

If some of what I’m talking about rings true, there’s a silver lining…

I’ll be hosting online and in-person trainings over the coming weeks to help business owners who feel like they just need a guide to get them pointed in the right direction. (And yes, I’ll also be offering done-for-you services for a select few who just want to get it done).

The next training will be a video call on pre-selling your universe of prospects on your offer before they ever see it, mainly using email and social media. 

Send an email to [email protected] if you want to be included.

Until next time—beware the kraken!

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